Manchester United have launched a law suit against the makers of popular video game Football Manager over use of the club's name.
Sega Publishing and Sports Interactive (SI) collaborate to release a new version of the football management simulator each year.
United have now decided to take legal action against both companies for using their name "extensively throughout the game".
The club are also arguing that their trademark has been infringed on the game due to the use of an unofficial crest to represent them.
Rather than United's official logo, next to their name is a basic red and white striped crest.
Sega and SI say the use of the club's name is "a legitimate reference to the Manchester United football team in a football context" and has been used in Football Manager and its predecessor, Championship Manager, since 1992 "without complaint by the claimant".
The companies have accused the club of trying to "prevent legitimate competition in the video games field by preventing parties not licensed by the claimant from using the name of the Manchester United football team within such games".
At a preliminary remote hearing on Friday, Manchester United's barrister Simon Malynicz QC said "the name 'Manchester United' is one of the world's most valuable and recognised brands".
He said the money clubs make from licensing their names and logos is "very significant" and "the products and services that are licensed by the claimant benefit from an association with the club's winning culture and its brand values".
Mr Malynicz argued, in relation to the alleged infringement of the trademark on Man United's logo, that "consumers expect to see the club crest next to the name Manchester United … and this failure to do so amounts to wrongful use".
He accepted this argument is "somewhat novel, and certainly in the context of video games, but it is certainly arguable".
The barrister asked Mr Justice Morgan to allow the club to amend their claim against Sega and SI to include allegations involving "the practice of supplying 'patches' or 'mods', essentially downloadable files containing replica trademarks, which consumers then incorporate into the game".
Mr Malynicz argued Sega and SI "encouraged" the use of patches supplied by third parties "by promoting the patch providers in various ways and, of course, they directly benefited from it by avoiding the need to take any licence and enjoying increased sales of their game".
Roger Wyand QC, representing the defendants, opposed the club's application to amend their claim.
In their written defence to Man United's claim, Sega and SI said: "The claimant has acquiesced in the use by the defendants of the name of the Manchester United football team in the Football Manager game and cannot now complain of such use."
Mr Wyand argued the "simplified" club badge used in the game is "one of 14 generic logo templates that is randomly chosen by the Football Manager game engine each time a new game is started" and "clearly indicates that the use of the (logo of) Manchester United is not licensed by the claimant".
Sega and SI said preventing them using Manchester United's name "would amount to an unreasonable restraint on the right to freedom of expression to restrain the use of the words 'Manchester United' to refer to a team in a computer game".
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